Measuring emotion in advertising research: prefrontal brain activity
Richard B Silberstein1, Geoffrey E Nield
1Faculty of Life and Social Sciences, Swinburne University of Technology, Melbourne, Australia. rsilberstein@swin.edu.au
IEEE Pulse
|June 9, 2012
Summary
Brain activity differences in the prefrontal cortex can indicate emotional responses like or dislike. This research explores how frontal laterality indexes motivational valence, a concept observed across species.
Area of Science:
- Neuroscience
- Psychology
- Advertising Research
Background:
- Growing interest in nonverbal emotional responses in advertising.
- Utilizing brain activity measures like electroencephalography (EEG) to assess emotions.
- Focus on prefrontal cortical activity asymmetry to gauge like/dislike.
Purpose of the Study:
- To investigate the relationship between prefrontal cortex activity laterality and emotional valence.
- To explore the concept of motivational valence (MV) as an indicator of approach/withdrawal.
- To review existing neuroimaging and EEG work on emotional responses.
Main Methods:
- Analysis of electroencephalography (EEG) and neuroimaging studies.
- Measurement of left and right hemisphere prefrontal cortical activity.
- Examination of brain electrical activity patterns during emotional experiences.
Main Results:
- Disgust associated with increased right frontal/temporal activation; happiness with left.
- Frontal laterality appears to index motivational valence (approach/withdrawal) rather than just emotional valence.
- Prefrontal asymmetric activity correlates observed across diverse species.
Conclusions:
- Frontal laterality is a key indicator of motivational valence.
- EEG and neuroimaging offer insights into nonverbal emotional responses.
- The principles of prefrontal asymmetry in emotional processing are evolutionarily conserved.
